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Final Project Report On Gold Flake
Final Project Report On Gold Flake
PROJECT ON
INDIA’S TOP BRAND IN CIGARETTES
‘GOLD FLAKE’
SUBMITTED BY
“ROHAN.R.MALI”
PROJECT GUIDE
“PROF.RAJWADE”
SEMESTER V
(2007-08)
UNIVERSITY OF MUMBAI
PROJECT ON
INDIA’S TOP BRAND IN CIGARETTES
‘GOLD FLAKE’
Submitted
In Partial Fulfillment of the requirements
for the Award of the Degree of
Bachelor of Management
By
ROHAN.R.MALI
PROJECT GUIDE
“PROF.RAJWADE”
SEMESTER V
(2007-08)
Declaration
I, ROHAN.R.MALI, student of BMS – Semester V (2007-08)
hereby declare that I have completed this project on
INDIA’S TOP BRAND IN CIGARETTES ‘GOLD FLAKE’. The
information submitted is true & original to the best of my
knowledge.
Student’s Signature
(ROHAN.R.MALI)
Name of Student
C E R T I F I C A T E
This is to certify that Mr. ROHAN.R.MALI
of TYBMS has successfully completed the project on
INDIA’S TOP BRAND IN CIGARETTES ‘GOLD FLAKE’
in the academic year 2007-2008. The information submitted
is true and original to the best of my knowledge.
Course Co-ordinator
“Mrs.A.Martina”
External Examiner
ACKNOWLEDGEMENT
I am deeply indebted to Prof.Rajwade who gave me the full support and
co operation to complete this project. He not only served as my supervisor but
also encouraged, stimulated suggestions and helped me in all the time of
research for and writing of this project.
I would also like to express my gratitude to Mr. Mineel Mali who helped
me in giving insights about the company.
I would also like to be grateful to my parents, associates and acquaintance
who were indirectly involved in the completion of this project.
INDIA’S TOP BRAND IN
CIGARETTES
‘GOLD FLAKE’
EXECUTIVE SUMMARY
Cigarette is a product which is harmful for health, in spite of this feeble; its sales
are increasing globally. The product has been ban from advertisement and promotional
activities. It is a challenge for the companies to sale this product and build its brand
image. The Cigarette Industry is one of the oldest industries in India. India is the second
largest producer of tobacco in the world after China. It produced 572 million kilograms
of tobacco in 2002-2003. Approximately 5.5 trillion cigarettes are produced globally
each year by the tobacco industry, smoked by over 1.1 billion people, which is more
than 1/6 of the world's total population.
ITC is the market leader in cigarettes in India. It's highly popular portfolio of brands
includes Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissor, etc.
Gold Flake is the top brand of cigarettes in India. It was launched by ITC in the
seventies. It is a well-positioned brand in India and is the market leader in its segment.
The brand Gold Flake became popular because of the exceptional characteristics
offered by the product and also the branding strategies applied by the company to
establish the brand name. Gold Flake was at No.1 position in highest sales in 2003-
2004 in FMCG products. About 85% of the revenues of ITC are earned through the
sales of cigarettes. The company today is facing competition from International players.
Today the cigarette industry of India is booming in the market. The sales of
cigarettes are increasing day-by-day. In future the company may face many challenges
from competitors and government, but it is very difficult to change the aspirations of
the consumers. Due to this the company is benefited. It has been predicted by the
company the sale of Gold Flake will grow at the rate of 8% annually.
INDEX
5 Chapter V
• Branding of Gold Flake. 37-45
6 Chapter VI
• Data analysis. 46-65
7 Chapter VII
• SWOT Analysis. 66-71
8 Chapter VIII
• Conclusion. 72-73
Bibliography
Annexure
LIMITATIONS
➢ It was impossible to gather the current sales of ‘Gold Flake’ and the current
branding strategy applied by the company because as a part of secret
information of the company they have not disclosed it.
It was also not possible to know the top position in the sales of cigarettes of
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